Exclure des Mots Clés sur Adwords = Préserver son budget

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Si l’on pense à ajouter des mots clefs, en exclure d‘autre est moins répandu. En référencement payant (SEA), la possibilité  de ciblage est extrêmement poussée. L’outil de mots clé à exclure offerte par Google Adwords est le moyen de plus efficace de vous faire économiser des clics inutiles et donc de l’argent.

 

Effectivement, lorsqu’un mot clef est acheté, l’annonce sera diffusé lorsqu’un internaute tapera plus ou moins ce ou ces mots. Il est de notre ressort que l’annonce et la page de destination y soit pertinente au risque que cet internaute clique et reparte directement. Ce KPI appelé taux de rebond est un excellent indice de pertinence de l’annonce et de la campagne face aux mots clés.

 

“La précision des annonces Google Adwords est un réducteur de coûts”

Le type de requête est défini comme “Mot clé exact” ou “Requête large”. Ce dernier permet d’inclure toutes les déclinaisons pertinentes et les synonymes de ce mot cl D’autant plus si celui-ci est précédé d’un +. Ce ‘+’ devant un mot inclut quant à lui toutes ses formes : féminin-masculin, pluriel-singulier … Mais aussi ses longues traînes !

    Exemple :

  • +sushi +lyon = sushis {mot} lyons {mot} – suhsi livraison lyon – sushie dans Lyon croix-rousse …
    En revanche :

  • +sushi lyon = sushis lyon {mot} – suhsi lyon 7 – sushie lyon livraison

Ce procédé d’extension de mot clef n’est pas à prendre à la légère. A force de vouloir toutes les déclinaisons de termes, même les plus pertinents et rentables, les annonces peuvent de “perdre” dans des requêtes internautes à l’opposé de notre objectif.

 

“Le ciblage par mots clés ‘positif’ ne suffit pas toujours sur Google Adwords”

Prenons un exemple concret. Vous avez un site d’e-commerce dont la zone de chalandise est restreinte à une grande ville. Votre objectif est d’attirer une certaine clientèle située à certains arrondissements de cette ville. Selon ces quartiers le budget et les envies des prospects diffèrent. Les campagnes AdWords et les mots clés à exclure ne doivent pas être en concurrence ou en doublon mais compléter les différents segments de votre ciblage.

Exclure aussi des mots de localisation sur Adwords Exclure des Zones Géographiques sur Adwords

Ci-dessus, deux campagnes segmentent deux localisations géographiques avec des annonces différentes. Ces différences peuvent se traduire par des délais ou des frais de livraison supérieurs, des codes promos ciblés (voir ci-dessous) ou des produits/services adaptés. Le nombre de campagne sera en conséquence avec vos multiples objectifs et vos divers segments de clientèles ou prospects.

Segmenter cible Adwords

 

“Exclure les mots clefs et les requêtes Google hors objectifs”

 

Quels mots clés exclure dans Adwords ?

Excluez tous les mots qui ne sont pas liés à l’acte ou l’envie d’achat de votre produit ou service. Ainsi les mots clefs comme “avis” et “comparaison” sont à exclure avec leurs longues traînes. En effet lorsqu’un internaute souhaite un avis ou une comparaison, il n’est pas prêt à acheter, bien qu’il soit au tout début du tunnel de conversion.
Idée Stratégique : Si vous avez le budget ou que vous traversez une crise d’e-Réputation, vous pouvez créer une nouvelle campagne pour attirer les internautes en quête d’avis ou de comparaison de vos produits/services. Le tout se devra d’être transparent sur les crises éventuelles et sur la réalité des avis que vous aurez choisis de relayer. De plus, mettre en scène un avis négatif est un réel moyen de réassurer les internautes quant à la bonne foi de l’entreprise.

Les mots clés comme “recette” seront à écarter rapidement de votre campagne Adwords si vous êtes un restaurateur. Des termes comme “stage” ou “recrutement” sont également à mettre dans les mots clés à exclure de vos campagnes. Cependant, si vous proposez des recettes en tant que restaurateur ou que vous avez un onglet Recrutement à promouvoir, adaptez une nouvelle campagne pour ces pages spécifiques.

 

De même que pour les zones géographiques, l’exclusion est d’une importance capitale pour bien ciblée votre campagnes AdWords et économiser un budget monstre. Le but n’étant pas de minimiser au maximum le CPC (coût par clic) mais bien de Convertir les internautes qui cliquent. Si votre CPC monte à 2€ mais que chaque clic vous rapporte une commande, votre campagne est rentable. Tandis qu’un CPC de 0,64€ avec un fort taux de rebond et peu de conversion coûtera plus cher car l’objectif n’est pas atteint, et votre campagne devient inutile.

De toute évidence, l’analyse, les test A/B et les corrections seront la clé de la réussite de vos annonces Google AdWords. Cependant, n’oubliez pas que chaque campagne doit avoir :

  • Un objectif propre
  • Une page de destination pertinente
  • Une cible segmentée et précise

38 thoughts on “Exclure des Mots Clés sur Adwords = Préserver son budget

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